Application of Means End Chain and Laddering Analysis on Patanjali Products

This paper aim to examine the application of means End chain theory & Laddering techniques on patanjali products to understand product attributes & their benefits which make product choice by consumer in Indore city of Madhya Pradesh, India. This research study is based on primary data collected through laddering techniques (Survey) to identify and evaluate Patanjali product attributes & their benefit that capture heart of consumer and to apply same thing on other brands and to know weight age to benefit and frequency of their buying patanjali products in compare to their rival companies, Lastly to know buying behavior preference towards patanjali Ayurvedic & Herbal Products.265 consumer were chosen through random sampling.-conclusion are drawn on the basis of a specific company & sample size is small. But due care is taken to include all age & all type profession consumers who use this Product.-To understand the benefit which consumer get to buy the particular brand of product & specially in this research patanjali product were taken for testing. This research will help in making the promotion & segmentation strategy.

The study assumes importance in the light of the fact that various studies were conducted in INDIA on application of Means End chain through laddering techniques survey not on FMCG Product. This research in contrast has attempted to present a very comprehensive view on application of MEANS End Chain through laddering survey on patnjali Ayurvedic & herbal Products & also its rival companies. This research is done on Indore consumer selected through random sampling.